The branded monthly home-value report has been the standard mortgage retention play for nearly a decade. Most mortgage pros reading this either send one already, used to send one, or have been pitched on sending one in the last six months. The category isn’t new.
What’s changed is what these tools are expected to do.
A few years ago the bar was straightforward: send the borrower a clean monthly digest showing their home value, equity position, and a refi scenario. Open rates were the headline metric. There were only a couple of players so choosing a vendor came down to who had the best open rates and best looking report.
In 2026 that’s table stakes. The platforms that still measure themselves by open rate are losing ground to the ones measuring themselves by closed loans, retention improvements, and ROI. As important as open rates are as a leading indicator, it only tells a small part of the story and doesn't necessarily lead to closed loans.
For a CMO scoping a retention stack, the questions worth asking are now harder than they were in 2018, including... how can I integrate this platform into my existing stack? How deeply can I customize it to align with my brand? Is it embeddable? What does it actually monitor? What does it cost end-to-end with implementation? How long until it’s producing measurable outcomes? And what production volume can it credibly attribute back to itself?
This guide ranks the best home value report tools and borrower engagement platforms for mortgage lenders in 2026. If you’re evaluating alternatives to Homebot, MyHomeIQ, Fello, or Milo, the comparison below covers where each platform wins, where it falls short, and which kind of lender it actually fits.
Here’s how the field stacks up.
8. Percy.ai
Product. A pre-mover and pre-seller intent scoring system on aggregated behavioral data, branded equity reports with three valuations, an embedded valuation widget for LO and agent websites, and listing-engagement alerts. The footprint is heavily brokerage-oriented, with 250,000+ real estate professionals across 150+ brokerages. Functionality transitions reasonably well to mortgage. The product is mature.
Pricing & total cost. No public pricing, no self-serve path, enterprise sales only.
Support & implementation. Distribution and integration run through ICE Mortgage Technology’s life-of-loan stack via a strategic alliance with Black Knight. If you’re on ICE Encompass, the implementation story is genuinely smooth. If you’re not, timelines are less certain and roadmap is pulled toward ICE’s priorities rather than yours.
Positioning & innovation. Recognized in the 2025 HousingWire Tech100, which gives Percy enterprise credibility in conservative IT shops. The product’s evolution is now substantially tied to ICE’s broader platform direction. Independent review presence on G2 and Capterra is effectively nonexistent, which makes performance hard to validate without going through Percy’s sales process.
Best for. IMBs with affiliated real estate divisions or ICE-aligned banks that plan to stay on Encompass long term.
Learn more or get started: percy.ai
7. Highway (MBS Highway + ListReports)
Product. Three formerly separate products consolidated under one brand in 2023: MBS Highway (Barry Habib’s daily market commentary, MBS Housing Index, rate alerts, Cost-of-Waiting calculator, Presentation Expressway loan-comparison decks), ListReports (co-branded listing flyers, open-house kits, lead capture, Social Studio branded social content), and a CMA tool. Habib’s market analysis is genuinely differentiated, and many LOs would defend the subscription on that alone. The bundle is at its best as a content and LO-enablement engine, not as a retention or intent platform.
Pricing & total cost. MBS Highway alone is around $199/month per LO. Listreports home value tool runs roughly $169/month per LO. ListReports Elite is roughly $249/mo, but companies have report bundling all services for approx. $400/mo per LO. This combo can provide strong value for low user counts, but per-seat pricing adds up at enterprise scale (50+ LOs).
Support & implementation. Requires a significant amount of adoption with most systems only providing utility if LOs log in; however, reviews cite that the software has “minimal learning curve” which is a testament to the simplicity of the interface. Implementation is generally quick but cancellation friction has been a customer complaint.
Positioning & innovation. The three-product roll-up still shows in the UX. Capterra reviews flag the client manager and loan-comparison tools as weaker than competitors. The bundle’s strategic position is built around Habib’s content, which creates real key-person risk. If Habib were to step back, a significant portion of perceived value goes with him.
Best for. Content-driven LO operations where individual LOs are disciplined about using daily market content in client conversations. Weaker fit as a marketing-led retention backbone but still viable if vendor consolidation is a key priority.
Learn more or get started: highway.ai
6. Fello
Product. Database enrichment (address, equity, property history, MLS) with one-tap depth, AI lead scoring, branded homeowner reports, multi-channel outreach across email, SMS, and automated postcards, and Felix AI, a voice agent that calls leads, qualifies them, and transfers live to the LO. Felix launched in May 2026 with around 20 teams in beta. The product was originally built for real estate teams and pivoted into mortgage in 2024, which still shows in the limited LOS and CRM integration depth.
Pricing & total cost. Starter plan pricing is $165-199/month per seat, Growth is $415/month, Scale is $665/month. Per-seat math gets uncomfortable fast at enterprise scale. For a 50-LO operation, that’s $40K-$200K+ annually before enrichment-credit overages.
Support & implementation. G2 quality-of-support score is 10.0/10, which is best-in-class. Sleek UI and powerful enrichment are repeat themes in positive reviews. The recurring critical theme is that “promised features and data accuracy fail to meet expectations.” This complaint shows up in G2 reviews across multiple reviewers, and is worth probing in the demo.
Positioning & innovation. Felix AI is the strongest AI narrative in this category right now and is worth tracking carefully. The market hasn’t seen enough Felix production data to assess at scale, but it has incredible potential. It remains to be seen how it stacks up vs. other AI calling products like those provided by Total Expert, Insellerate, and Relcu. Pricing is the top G2 complaint despite being one of the few transparent pricing pages in the category, which says something about how the per-seat model scales.
Best for. Real estate teams and small mortgage shops drawn to AI-forward positioning. Weaker fit for 100+ LO operations where per-seat economics break down.
Learn more or get started: fello.ai
5. Milestones (now Homeowner.ai)
Product. A white-label consumer hub covering the full homeownership lifecycle. Branded property valuation, equity tracking, document vault, home service marketplace with seasonal maintenance reminders, AI Home Improvements + Virtual Designer (2023), and a multi-stakeholder hub spanning agent, LO, title, and insurance. The 2024 rebrand to Homeowner.ai expanded the target market to insurance, warranty, servicers, and builders.
Pricing & total cost. No public pricing. White-label enterprise contracts only.
Support & implementation. Limited public reviews, which makes product satisfaction hard to verify independently. Strong positioning in real estate with growing momentum in mortgage. Engineering team is small per public data, which is a real consideration for a 100-LO IMB asking who runs the integration when something custom is needed.
Positioning & innovation. Broadest lifecycle scope in the category by a wide margin: gives borrowers the ability to "manage their home" instead of simply checking finances; however this breadth comes at the expense of conversion, with less alerts and lead flow delivered vs. Homebot, MyHomeIQ, or Milo. The post-rebrand multi-vertical expansion (insurance, warranty, builders) is the operative tension for a mortgage CMO. The roadmap now serves five verticals, and the share of next year’s product investment going to mortgage retention specifically is the question worth asking in a sales call.
Best for. Enterprise lenders that view the consumer-app experience as the differentiator and don’t mind sharing roadmap with adjacent industries. Weaker fit if you want a vendor purpose-built for mortgage retention.
Learn more or get started: homeowner.ai
4. MyHomeIQ
Product. Personalized monthly home value and equity reports, Likelihood-to-Move predictive analytics, dedicated lead-gen funnels for buyer/seller/refinance scenarios, real estate transaction data to help LOs pick the right agent partner, marketing collateral (social banners, signatures, branded materials), and two-way SMS with CRM/LOS sync. The product is built for the individual LO who is solo or scaling a branch.
Pricing & total cost. Published pricing varies by source but starts at $150-$247/mo. or $150-$179/mo. if you pay 12 months up front. Implementation fee of $200 for single-seat users. Enterprise pricing is gated behind sales.
Support & implementation. Customer support is the consistent #1 review theme on G2 and Capterra, regularly cited as outperforming competitors with 10x the team size. Home value report is simple but open rates are strong, with one agent publicly reporting an 83% open rate on the digest. Lead conversion driven by the report itself is lower than comparable tools but additional alerts from pre-mover and open house tracking can help make up for some of the lost lead volume.
Positioning & innovation. MyHomeIQ has firmly positioned themselves as one of the best options in the single seat and broker world. Innovation has been focused primarily on product breadth and giving more all-in-one value to the individual LO.
Best for. Solo LOs, branch teams under 10 LOs, and broker shops that prioritize customer support quality and top-of-funnel engagement over conversion, integrations, and ROI. Weaker fit for IMBs standardizing a retention stack across 100+ LOs.
Learn more or get started: myhomeiq.com
3. Homebot
Product. The first to market and category default. Branded monthly homeowner digest (value, equity, refi scenarios), a buyer digest for pre-purchase prospects, a Likelihood-to-Sell auto-email trigger, real-time client intent alerts inside the Homebot ecosystem, and the LO-agent co-sponsored digest (a single jointly branded report to a shared client). Q4 2025 added Likely-to-Sell automation and a Follow Up Boss integration. Reported engagement consistently strong, with open rates 50-70% and roughly 5x the marketing average. White labeling and CRM integration are limited compared to top options but exist for select enterprise customers.
Pricing & total cost. $125/month per LO for up to 100 contacts (Starter), $225/month per LO for up to 500 contacts (Pro), with enterprise pricing opaque and setup fees reported. Prices are high but have been dropping in response to stronger alternatives pricing more aggressively.
Support & implementation. Mature implementation playbook that has long been considered the gold standard; however ComplaintsBoard scores Homebot 1.0 out of 5, with multiple reports of hidden setup fees on the enterprise side and refund refusals. The LO tier reports work cleanly. The enterprise tier has friction. Support response, account-team responsiveness, and lack of innovation have been the consistent themes that softened after the sale to private equity.
Positioning & innovation. Homebot remains a strong, recognizable player. Their home value reports are comprehensive and aesthetically pleasing, and the company operates at serious scale, which can be comforting to mortgage execs. The challenge for a CMO evaluating Homebot in 2026 is that the product follows a pattern familiar to anyone who has watched mortgage tech roll-ups: after the Alpine SG acquisition in 2020, the velocity of innovation, the quality of support, and the rate of market-share growth all softened. A meaningful share of the company’s product investment has also gone into title and insurance use cases, which is a natural progression for a company with strong brand and big PE expectations, but the split focus has come at the cost of mortgage-specific innovation. The structural limitations on the core product are reported as a "Homebot-first" mentality with limited white labeling and integrations, and a lack of quantifiable ROI.
Best for. Lenders who want a known brand with mature LO-tier deployment and aren't as concerned with brand continuity or quantifying a ROI. Weaker fit for enterprise lenders looking to build a fully integrated and data-centric tech stack.
Learn more or get started: homebot.ai
2. RETR Home Value Reports
Product. RETR has built a reputation in the LO and real estate intelligence space that few platforms can match, and it has done so by listening to their customers' pain and launching new high-impact features to solve those pain points. One of those pain points was customer retention, with RETR uncovering that 67% of clients never return to their original lender, costing the industry more than $108B in production. In late 2025, they launched their home value report product - branded monthly equity reports paired with behavioral surfacing that routes alerts to the right LO at the right moment, organized by signal type (purchase intent, refi readiness, equity exploration, listing engagement). The platform’s retention dashboard surfaces borrower loss, closed deals, and per-LO performance metrics in a way most vendors in this category don't. RETR's home value report tool can fully integrate into lender CRMs and performs among the best of any report in the industry, with the numbers to prove it.
Pricing & total cost. Enterprise pricing is not publicly disclosed, but individual LOs can get up to 100 free reports each month, which it uses as the wedge to break into enterprise accounts. Customers like NFM have also cited starting on prove-it pilots that surpassed expectations. This may be worth inquiring about in a demo.
Support & implementation. Solid mid-market and enterprise positioning. RETR has been one of the fastest-growing tech vendors in the mortgage industry over the last 24 months and is approaching market leader status in the LO and real estate intelligence segments. Account-team responsiveness is meaningfully better than what users report from the largest players.
Positioning & innovation. RETR is competing on the metric most of its competitors avoid: actual closed-loan attribution. The retention dashboard puts performance and account losses where the lender can see them, which forces a different kind of conversation than the typical engagement-metric review. For a CMO whose retention KPI is built around closed loans rather than open rates, RETR speaks the right language and is one of the only vendors aside from Milo willing to show those numbers transparently.
Best for. Mid-market and enterprise lenders who want behavioral surfacing tied to LO action, transparent performance metrics, and a fast-moving vendor that’s still pushing the product forward.
Learn more or get started: retr.app
1. Milo
Product. The fastest growing and most flexible company on this list. Milo gives lenders full white labeling and design control for their home value reports, exposing a rich template editor that allows lenders to create thousands of possible report configurations with proper guardrails to ensure compliance and performance. The platform features an open API and webhooks which integrate deeply into core systems, automating report generation and sending underlying AVM and engagement data to CRM or POS to enrich data or trigger automated workflows. They boast that they "skim the cream" off the top of a lender's database, converting roughly 1.5%-3.5% of a lender's database into hot leads each month. Despite being among the newer companies on this list, Milo has positioned themselves as a "backbone" that lets you build a "proprietary customer retention engine", and have delivered on that promise. Many of the mortgage industry's top tech platforms and brands have built their retention system on Milo's backbone, making Milo one of the best kept secrets in the mortgage industry.
Pricing & total cost. Pricing is not publicly disclosed, but lenders can sign up free and see pricing in their customer portal upon registration. Pricing is per-client per-month, not seat-based, and has no implementation or integration fees. Milo is the only company in this space to offer a pay-as-you-go plan which allows lenders to use the platform without locking into a contract.
Support & implementation. Despite the litany of configuration options, implementation is turnkey, with most lenders designing their client experience in hours, integrating within days, and sending their first reports within a week. Support is still handled predominately by the founders, with 24/7 availability, quick response times, and agile reactions to customer feedback.
Positioning & innovation. Milo has taken everything that customers complained about in competitive platforms and built solutions in their product. Their home value reports use 4 AVMs to ensure every client gets a report and each report accurately represents their home. Their home search covers more than 500 MLSs and shows no other lenders or competitors. The entire ecosystem is completely white labeled and deeply configurable to fit a lenders' individual needs. Customer engagements are tracked across more than 2,000 sites and relayed to the lender in real time to maximize quantifiable portfolio recapture. Underlying report data (AVM, equity, URLs, etc...) and customer interactions are sent to LOs in real time via email, removing adoption barriers, and are sent to CRM to trigger automated workflows. According to Milo, their typical customer sees over a 7x ROI starting as soon as 60 days from launch. No wonder many of the industry's top tech platforms and brands use Milo's customer retention infrastructure under the hood.
Best for. Lenders who view retention as infrastructure they’re building, not a vendor they’re renting. Independent IMBs, regional banks, credit unions, and enterprise mortgage operations that want a unified, configurable, adoption-proof backbone with a fast time-to-value and a measurable closed-loan outcome.
Get started: mymilo.ai · Book a demo
How to read this ranking
A few notes on what the ranking actually reflects, because vendor-published rankings are rightly viewed with skepticism.
The order is shaped by what a mortgage CMO would weight in 2026: product breadth (specifically lender-level configurability, depth of alerting, adoption required, and depth of feature set), time-to-value, pricing transparency, support quality, innovation velocity, and the platform's ability actually deliver the value it seeks to drive. Engagement-only platforms rank lower not because engagement doesn’t matter, but because engagement on its own is no longer the differentiator it was in 2018.
The right tool depends on what kind of lender you are. A solo LO running a referral-based pipeline should weigh MyHomeIQ and Fello more heavily. A 200-LO IMB consolidating a retention stack should weigh Milo, RETR, and Homebot. An ICE-dedicated shop should keep Percy on the shortlist for stack alignment reasons. A bank or credit union with a large existing CRM investment should look at the Total Expert ecosystem in our companion piece on customer monitoring platforms.
The pattern across the entire category: up-funnel engagement is converging as each platform sees roughly similar open rates, while intent coverage and integration depth are diverging sharply. The platforms that win the next five years are the ones that nail the intent layer and systems integration, not the ones that nail the email design.